Leverage the power of content marketing, SEO and social media marketing to drive more results to your marketing mix.
How to boost inbound marketing success
Marguerite Inscoe Inbound Marketing Ninja
RelaunchU
Chris Raulf Founder
Boulder SEO Marketing
Julie Gauthier Director of Marketing
Scoop.it
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The presenters
Marguerite Inscoe Inbound Marketing Ninja
RelaunchU
Chris Raulf Founder
Boulder SEO Marketing
Julie Gauthier Director of Marketing
Scoop.it
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Inbound marketing is proven to drive SEO, traffic and leads
Source: HubSpot blogging frequency benchmark 2015
54%+Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound marketing.
Source: State of Inbound 2014
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And not just leads, revenue too!
758xYou have 758x more chances of closing an
inbound lead (that came to you through your content) than an outbound lead (that you went
to get with telemarketing, cold calling, etc.)
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So much results everybody is now doing inbound marketing
90% of all the data in the world has been generated over the last two years.
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But content is a major struggle for marketers
This is rather surprising. It’s not like there’s a shortage of content marketing software available. It’s not like content marketers don’t need any help. But about half of us are using our own, in-house systems. Maybe it’s a patched-together Excel sheet, or maybe a Google calendar that serves as editorial calendar, idea management, and a process chart.
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Why? well first it takes a lot of time and money
Type of content Cost to produce Time to produce
Curated content 0.33 man hours <1 hour
Blog - original content 2-4 man hours 1-3 days
Infographic $2,000-$10,000 3-6 weeks
Video $3,000-$150,000 4-12 weeks
White paper 5-20 man days 3-8 weeks
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And there are a lot of moving parts: 1. The SEO rules have changed
Content
freshness relevance
quality
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2. Social networks are greedy
Organic reach is declining as social networks want marketers to pay for play
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3. There are too many best practices online
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4. The technology landscape is crowded
74%83%
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As a result, the work done goes unseen
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And most marketers don’t know how to measure the results
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3 axis of improvement to drive success to your inbound marketing strategy
Social Media SEO
Content
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3 axis of improvement to drive success to your inbound marketing strategy
Social Media SEO
Content
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Start by publishing content
“Some “just okay” content that is published will crush “awesome content” that never gets published.
“You have to produce average content to learn how to produce great content”
Marcus Sheridan Founder, The Sales Lion @thesaleslion
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Don’t bet all you have on a few big pieces
Source: Content Marketing ROI: Do eBooks and White Papers Generate More Leads Than Blogs? A Data-Driven Answer
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The more you do, the more complex it gets
11-15 blog posts / month
+ 10 social channels (brand + marketing team)
x 3 posts / day
+ 1 newsletter/week
x 5 posts included/newsletter
+
…
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Use a content marketing calendar
Define publishing goals (eg: X posts/week) by channelScoop.it Content Director’s smart calendar: http://business.scoop.it/
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Leverage your co-workers
Define publishing goals (eg: X posts/week) by channel Include your co-workers’ profiles for amplification
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But how can you publish more content without more resources?
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1. Leverage content curation in your mix
Cut down the time to publish a great blog post to 15-20 minutes. While creating a good original blog post can easily take up to 4-6 hours, building on curated content is much faster, especially if you use a curation tool to source industry content automatically.
Read, select and add your own commentary to craft a short but impacting post linking to the original piece.
Et voilà!
Source attribution where you can click to read more: - drives traffic to original site, - vets original content as worth reading, - encourages further sharing.
Quote from the original article.
Added value in the form of commentary from the curator: context, opinion, perspective, links to other pieces, etc.
Your title and your image should be relevant to the overall content of the article.
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Content curation is the best technique to publish content regularly
“Content curation not only alleviates the pressure of having to devote valuable time to creating original content, but it also adds credibility and third party validations to your efforts.”
Jason Miller Senior Content Marketing, LinkedIn @jasonmillerca
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Your content is 4x to 7x less trusted than third-party content
This study from the CMO Council proves that using third-party content intelligently becomes critical to win over prospects.
What types of content do you most trust and value?% of
respondents
Professional association research reports/white papers 67%
Industry group research reports/white papers 50%
Customer case study 48%
Analyst reports/white papers 44%
Independant product reviews 40%
Vendor-created content (white papers, etc.) 9%
Source: CMO Council - Better Lead Yield in the Content Marketing Field
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It’s 4 to 8 times faster than writing a blog post
Publishing a good curated post takes 30 minutes or less with a content curation tool.
Time in minutes to publish:
an original blog post a curated post with a content curation tool
30
240
Task Without a tool With a tool
Discovering relevant content 30 3
Reading content 5 5
Editing content (title, quote, image...) 5 5
Writing an insight 15 15
Publishing it to your blog in the right format 5 1
Distributing it to all your social channels 5 1
Total (in minutes) 65 30
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Curated posts can even rank higher than original contentG
oogl
e Ra
nkin
gs
102nd result
1st result
10th result
curated links with auto-generated
summaries
curated links with 200 word annotation
curated links with excerpt of the original article and
200 word annotation.
Source: SEO-Friendly content curation in a post-wanda world
Ranking of curated posts vs the original post for the same keyword
1
10
4th result
original post
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2. Automate content discovery
Automate content discovery and save time Create curated posts directly in your CMS (blog)
Scoop.it Content Director’s content sourcing and curation tools: http://business.scoop.it/
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3. Repurpose content
webinar
powerpoint/ keynote
slideshare infographic
video tutorial
survey
curated content 3rd-party blog
Quora Q&A statistics
tweets …
internal data case study
podcast
newsletter
eBook/white paper
blog post
visual content text content
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Which will save you time for the same performance
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4. Involve influencers in your marketing
“Co-creating useful content with your community incentives participation, engagement and promotion. Influencers get exposure and you’ll get relevant content they’re inspired to share.”
Lee Odden CEO, TopRank Online Marketing @leeodden
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5. Optimize your content for conversion
Content Hub meant to delight your
audience
created content curated content
contributors’ content
Distribution
social media email newsletter
other blogs content platforms
Landing pages
gated high value content (offered for contact info) product landing pages
with detailed pitch
posting scheduling
repurposing
click-through
CTA to landing pages
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3 axis of improvement to drive success to your inbound marketing strategy
Social Media
Content
SEO
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Best place to hide a dead body
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[SEO Works] Busier Than A One Legged Man On a Tricycle!
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SEO is dead, long live SEO!
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Campaign-based inbound marketing works best
Inbound Marketing
Content Marketing Social Media Marketing
Search Engine Optimization
Campaigns
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The 5 pillars of SEO methodology
1. Technical Health of Website 2. Website Functionality 3. On-Page Search Engine Optimization 4. Off-Page Search Engine Optimization 5. Social Media Marketing
Content Marketing
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SEO = team work
• SEO manager Develop strategy Manage team and drive process Analyze date
• Content marketing manager Curate content, write web content, blog posts, in-depth articles, white papers, case studies, etc.
• Social media expert Draft and publish social media messages Community management, etc.
• Webmaster
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SEO is still a keyword driven process
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SEO is still a keyword driven process
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Take advantage of the Google search console
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Content SE-Optimization tips
Curated content: Link to original content!! Include an original intro and outro; add your point of view on the topic!
Meta tags: Title [50 - 60 characters] Description [150 - 160 characters] Keywords [2-3 target SEO keywords]
Blog posts: 400-600 words In-depth articles: 1k+ words Press releases: 350-450 words
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Content SE-Optimization tips
Try to include one internal link per 100 words and one high-quality external link If possible, add an image and include an alt / image tag with a target keyword Place keyword(s) in applicable H1, H2 & H3 heading Try to include an important target keyword in the first paragraph and a variation of that keyword toward the end; hyperlink to applicable internal pages Don’t forget to include a call to action!
Share on social media Click / call to request a quote Download a white paper / view webinar, etc.
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3 axis of improvement to drive success to your inbound marketing strategy
SEO
Content
Social Media
Boost inbound marketing success with content marketing, SEO and social media marketing
The cool guy?45
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What do you want to accomplish?
Which media is best? What mix of content/posts supports goals?
Monitor, measure, tweak
Goals
Brand awareness
Customer service
Thought/industry leadership
Lead generation
Sales
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Document your plans
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Assign roles and tasks
Oversight, Goal Setting, Planner/Coordinator, Graphic Design, Publishing, Engagement, Reporting
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Finding the right content to share
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Share across your social media destinations
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How to leverage 3rd party content
Consider your buyer’s interests first
@Mention the author in social media posts when possible
Use Snip.ly to display your own call-to-action
Track engagement by type and media
- Media’s own analytics
- Social media manager SaaS
- Tracked URLs
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Content Marketing KPI’s: the VSTL model for analytics
VOLUME SHARES LEADSTRAFFIC
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Track granular performance on a post by post basis: views (traffic), shares (amplification) and attributed leads
Scoop.it Content Director’s analytics: http://business.scoop.it/
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Are you on track for content marketing ROI?Take the 5’ test
http://business.scoop.it/content-marketing-grader-for-roi/